Students of the Bachelor’s program in Corporate Communication design multimedia launch concepts for a new BRAUN hair removal series.
In the summer semester of 2024, Procter & Gamble commissioned the full-time students of the Bachelor’s program in Corporate Communication (6th semester) at FHWien der WKW to design a 360-degree campaign for the launch of a new BRAUN hair removal device series. The focus of this business field project was on the launch of two products characterised by advanced technologies. The students were required to put their theoretical knowledge to the test in a real-life business scenario set by Raphael Kohl, Key Account Manager and Philipp Guth, Finance Manager at Procter & Gamble:
“The most important point for us is the creative idea and the implementation plan behind it. The biggest challenge of the project is the fact that it is a real 360-degree project. A suitable strategy has to be developed that fits the brand and a budget has to be drawn up and argued before the conceptual realisation can begin. That’s something you can’t learn at university.”
Tasks directly from practice
In order to realise the challenging project effectively, the students set up their own agencies and worked closely with the clients. They went through all the phases of a real-life assignment. After thorough market analysis, the student teams developed coherent strategies and implemented the overall concept operationally in creative measures, including budgeting. Effective storytelling played a particularly important role here, which ran through all media such as TV adverts, OOH advertising, guerrilla marketing campaigns, launch events and a comprehensive online presence. Throughout the entire process, the Bachelor students were supported by project coaches Bettina Gneisz-Al-Ani and Hilda Heyes.
Agency pitch impresses with professionalism
At the final pitch on April 30, 2024, all six groups impressed with their well thought-out ideas and powerful presentations. The client Raphael Kohl expressed his enthusiasm and praised the high standard of the presentations:
“We were impressed by the high level of professionalism and creativity. We can see how much work is behind the students‘ concepts and how much thought they have put into the BRAUN brand!”
This is the third time that the international company has approached FHWien der WKW, highlighting the importance of practice-orientated teaching as a driver of innovation for the economy. Business field projects not only give students valuable insights into the world of work, but also actively contribute to the development of innovative solutions.